LED lighting is the use of light-emitting diodes (Light Emitting Diode) As a light source, lighting products have the advantages of energy saving, environmental protection, long life, and strong controllability. They are substitutes for traditional lighting products. As technology advances and costs fall,LEDLighting in various applications continue to expand market share, become the mainstream of the lighting industry.

According to data from the Champ Consulting Group, 2023YearThroughout the yearGlobal LEDLighting market size is expected to reach 638Billion US dollars, up 4% year-on-year. Among them, China is the world's largest LEDLighting market, accounting for about 30%Estimated 2023YearThroughout the yearscale up to 191billion dollars. ChinaLEDAfter years of development, the lighting industry has formed a complete industrial chain and competition pattern, and a number of enterprises with international influence have emerged.

According to the different application fields, China LEDThe lighting market can be divided into segments such as general lighting, display, backlight, automotive lighting and plant lighting. Among them, general lighting is the largest market segment, accounting for about 46%Mainly including indoor lighting, outdoor lighting and industrial lighting. Display is the second largest market segment, accounting for about 15%, mainly including outdoor advertising screen, conference all-in-one machine, XRVirtual shooting, etc.. Backlight is the third largest market segment, accounting for about 8%, mainlyIncluding TVs, monitors, laptops and tablets. Automotive lighting is the fourth largest market segment, accounting for about 2%, Mainly including headlights, taillights, daytime running lights, etc.. Plant lighting is the fifth largest market segment, accounting for about 1%It mainly includes greenhouses, vertical farms and family planting.。

China LEDThe competitive landscape of the lighting industryIt is still relatively decentralized, with no obvious monopoly or oligarchy. according to 2022Annual revenue data, China LEDMarket concentration in the lighting industry CR5About 6%，CR10About 10%. This shows that the market share of the top ten companies only accounts for one-tenth of the entire industry, while other companies have many opportunities to enter and develop.This shows that there are many small and medium-sized enterprises in the industry, and there is no stable leading edge. At the same time, there are also some enterprises with strong competitiveness and influence in the industry, such as Opal Lighting, Mullinsen, Debang Lighting, etc., which occupy a high market share in their respective segments.

ChinaLEDTechnology trends in the lighting industry are mainly manifested in the following aspects:

LED chip technology:Mini/Micro LEDthe development and application of technology,LEDThe chip will achieve higher brightness, lower power consumption and smaller size, improving display effect and energy saving efficiency. At the same time,LEDChip will also face competition from TV manufacturers and panel manufacturers, the need to strengthen technological innovation and capacity expansion.

LED packaging technology:COBthe maturity and popularity of technology,LEDThe package will achieve higher pass-through yield, lower cost and better reliability, drivingP1.0The rapid cost reduction and popularity of the following displays. At the same time,LEDThe package will also face challenges fromMini/Micro LEDThe threat of technology substitution requires enhanced technology transformation and product upgrades.

LED application technology: with the growth of intelligent, digital and personalized demand,LEDApplications will achieve higher controllability, stronger interactivity and richer diversity to meet the needs of different scenarios and users. At the same time,LEDApplications will also face challenges fromLCD、OLEDThe competition of other display technologies, such as others, needs to strengthen product innovation and brand building.

ChinaLEDThe consumer demand of the lighting industry is mainly manifested in the following aspects:

Energy conservation and environmental protection needs: With the intensification of energy crisis and environmental problems, energy conservation and environmental protection has become a global consensus and policy orientation.LEDAs a substitute for traditional lighting products, lighting has significant energy saving and environmental protection advantages, in line with social development trends and consumer awareness.

high quality demand: with the improvement of consumer quality requirements for lighting products, high quality becomeLEDThe core competitiveness of lighting products. The high quality is not only reflected in the light efficiency, life, reliability and other aspects of the product, but also in the light color, light distribution, spectrum and other aspects of the product to meet the visual comfort and health needs of different scenes and users.

Intelligent demand: With the development and application of Internet of Things, cloud computing, artificial intelligence and other technologies, intelligence has becomeLEDAn important development direction of lighting products. Intelligence is not only reflected in the product's dimming and color, remote control, voice interaction, etc., but also in the product's data collection, analysis and processing, feedback adjustment, etc., to achieve the automation, optimization and personalization of the lighting system.

Diversified needs: With the diversification of consumers' requirements for the functions and forms of lighting products, diversification has becomeLEDImportant features of lighting products. Diversification is not only reflected in the functions of products, such as display screens, backlights, plant lighting and other different application fields, but also in the form of products, such as light strips, bulbs, tubes and other different appearance designs to adapt to different scenes and The aesthetic needs of users.

Based on the above analysis, we believe that2023Year of ChinaLEDLighting industry marketing strategy should be based on the characteristics and needs of different market segments for differentiated positioning and implementation, specific recommendations are as follows:

General lighting market: This market is the largest and most mature market segment, with fierce competition and serious homogenization. Therefore, we recommend that companies adopt the following marketing strategies in this market:

Product innovation: under the premise of ensuring the basic functions and quality of products, develop products with differentiated advantages and added value, such as intelligent lighting, healthy lighting, beautiful lighting, etc., to meet the diversified needs of consumers and enhance the added value of products.

Channel expansion: on the basis of maintaining the stability and optimization of traditional channels, actively explore new channels, such as e-commerce platform, social media, live delivery, etc., in order to expand the coverage and influence of products.

Brand building: While enhancing the brand awareness and reputation of the product, strengthen the core value and differentiated positioning of the brand, such as energy saving and environmental protection, high quality, intelligence, etc., to enhance brand loyalty and competitiveness.

Service improvement: While ensuring the quality and efficiency of after-sales service of products, provide more value-added services, such as free installation, customized design, professional consultation, etc., to improve consumer satisfaction and stickiness.

Display market: This market is the second largest and fastest growing market segment, and technological innovation and application scenarios are the main factors driving the market growth. Therefore, we recommend that companies adopt the following marketing strategies in this market:

Product Innovation: FollowingMini/Micro LEDWith the development and application of technology, we should develop products with independent intellectual property rights and innovative advantages, such as transparent display screen, flexible display screen, special-shaped display screen, etc., to meet the personalized needs of different scenes and users and enhance the technical barriers of products.

Channel expansion: on the basis of maintaining the cooperative relationship of traditional channels and stabilizing orders, actively explore new channels, such as cultural tourism, smart city, virtual reality, etc., in order to expand the application fields of products and increase the added value of products.

Brand building: while enhancing the brand awareness and reputation of the product, highlight the technical strength and innovation ability of the brand, suchMini/Micro LEDLeading technology, outstanding display effect, various display forms, etc., to enhance the professionalism and competitiveness of the brand.

Service improvement: while ensuring the quality and efficiency of after-sales service of products, provide more overall solutions, such as scheme design, system integration, content production, etc., to improve the trust and stickiness of consumers.

Backlight market: This market is the third largest and most stable market segment, and has a close cooperative relationship with TV manufacturers and panel manufacturers. Therefore, we recommend that companies adopt the following marketing strategies in this market:

Product Innovation: FollowingCOBAt the same time as the maturity and popularization of technology, the development of products with low cost, high reliability and high compatibility, suchCOBBacklight, direct backlight, side-in backlight, etc., to meet different specifications and requirements of TV and panel products.

Channel expansion: on the basis of maintaining long-term cooperative relations with TV manufacturers and panel manufacturers and stable supply capacity, actively explore other terminal equipment fields, such as monitors, notebook computers, tablet computers, etc., in order to expand the application scope of products and increase the market share of products.

Brand building: While enhancing the brand awareness and reputation of the product, strengthen the image of the brand's partners and suppliers, such as in-depth cooperation with well-known TV manufacturers and panel manufacturers, and providing high-quality backlights for multiple terminal devices. Enhance the credibility and competitiveness of the brand.

Service improvement: While ensuring the quality and efficiency of after-sales service of products, provide more technical support and supporting services, such as technical consultation, product testing, product improvement, etc., to improve consumer satisfaction and stickiness.

Automotive lighting market: This market is the fourth largest and most potential market segment, and has close cooperative relations with automobile manufacturers and auto parts manufacturers. Therefore, we recommend that companies adopt the following marketing strategies in this market:

Product innovation: While following the development and application of automotive lighting technology, develop products with high brightness, high safety and high intelligence, suchLEDHeadlights,LEDTail light,LEDDaytime running lights, etc., to meet different models and levels of automotive products.

Channel expansion: on the basis of maintaining long-term cooperative relations with automobile manufacturers and auto parts manufacturers and stable supply capacity, actively explore other automotive lighting fields, such as interior lighting, atmosphere lighting, functional lighting, etc., to enrich the functions and forms of products.

Brand building: while enhancing the brand awareness and reputation of the product, highlight the safety and intelligence of the brand, suchLEDLighting can improve driving safety,LEDLighting can achieve intelligent control, etc., to enhance the brand's professionalism and competitiveness.

Service improvement: While ensuring the quality and efficiency of after-sales service of products, provide more customized services and supporting services, such as customized design, installation guidance, troubleshooting, etc., to improve consumer trust and stickiness.

Plant lighting market: This market is the fifth largest and most emerging market segment, with strong links to agricultural production and home farming. Therefore, we recommend that companies adopt the following marketing strategies in this market:

Product innovation: While following the development and application of plant lighting technology, develop products with high efficiency, high adaptability and high controllability, suchLEDPlant lamp,LEDPlant cabinets, etc., to meet the lighting needs of different plant species and growth stages.

Channel expansion: on the basis of establishing cooperative relations with agricultural departments and institutions, actively explore new customer groups and market areas, such as greenhouses, vertical farms, family planting, etc., in order to expand the application scope and market share of products.

Brand building: while showing the technical advantages and application effects of products, strengthen the publicity and education of plant lighting knowledge and concepts, improve brand influence and identity, and create brand professionalism and authority.

Service improvement: Under the premise of ensuring product quality and after-sales service, provide more technical support and solutions, such as spectrum adjustment, photoperiod control, data monitoring, etc., to improve customer dependence and stickiness.

according to champ consulting,2023Year of ChinaLEDThe lighting industry will continue to maintain steady growth, and show the characteristics of diversification, intelligence, and high quality. We recommend differentiated positioning and execution based on the characteristics and needs of different market segments to improve market competitiveness and profitability.